P&G tests sensual Sanpro ads in Sweden

Published on June 14, 1999.

STOCKHOLM -- Procter & Gamble Co. plans to use Sweden as a regional test market for a more sophisticated style of sensual advertising for its feminine hygeine brand Always.

The TV spot devised by DMB&B/Olson & Wegelin in Stockholm features a woman sitting in a bar fantasizing about being "picked up" by a man. The unstated message is that Always users feel so secure they are unconscious about using the product. "What we are trying to do is to present credible and relevant information in this way," says Always Brand Manager Johan Ekelin.